New This Week: Dentek Jaw Pain Relief, Pet Vac & Color Me Gemz

Only three items this week, and all three are outside of the zone where I typically focus (pure-play DRTV hard goods). If you feel somewhat unsatisfied after reading this week's update, check out my mid-week post on the latest bona-fide hits. It's much more interesting.

1. DENTEK JAW PAIN RELIEF ($14.95) is a pain relief cream. The pitch: "It's made for jaw pain." The offer is buy one, get one free. This product is from the makers of the Comfort-Fit Nightguard. www.Dentek.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: For a short, branding-style commercial, this one hits a lot of the tried-and-true DRTV techniques. For that, I give them credit. But the product has no real shot at a payout. It's a typical DR Catch-22: To be successful in DR, you need to be unique. But if you focus narrowly to be unique, you end up being too niche.

2. PET VAC ($24.95) is a system for vacuuming loose fur off pets. The pitch: "Vacuums as you brush" so there's "no mess to clean up." The trick is the 15-foot hose, which allows the noisy vacuum to be in the other room, so it won't spook pets. The offer includes the hose, collection canister and suction de-shedding tool. The bonuses are a bottle of de-shedding shampoo and a bottle of de-shedding conditioner free, just pay S&P. Then they also include a vacuum lint brush free. This is a Vac Buddy product. www.PetVac.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is at least the third time this product has been tried on DRTV. Let me begin by saying: I like the item and always have. Three years ago, when it was new to the market, it could have been a major hit. But as is often the case with campaigns handled by inexperienced players, the opportunity was lost. Now, it's too late.

3. COLOR ME GEMZ ($19.99) are gems kids can color in and then wear, or use to decorate things. The pitch: "Bling your hat, bling you purse ... bling just about anything!" The offer has 100 pieces and includes a 33-piece bracelet set, a 22-piece necklace set and four markers. The bonuses are stick-on Gemz, 40 rainbow beads and two extra markers. This is a Fisher-Price product. www.ColormeGemz.com
Product (D7) Score: 3 out of 7*
Commercial Rating: Good**
Comments: I've pointed out the DRTV shortcomings of kid products enough times on this blog, so I won't bother to rehash them. As for this specific product, it's noteworthy because it's being done by Fisher-Price. Many big brands have embraced DR marketing over the years, but this is one of the first kid-targeted brands I can think of. On a side note, "bling" doesn't have a very good history on DRTV. About two years ago, it was all the rage, and several DRTV players tried their hand. No doubt most thought their products would be the next incarnation of the Bedazzler. But none of them succeeded. (Come to think of it, even the Bedazzler tried to make a comeback and failed.)

Sources: “New Spots for Week Ending 7/25/08,” IMS

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

Five Bona-Fide Hits: Awesome Auger, HD Vision, Perfect Pullup, Peticure & Steam Buddy

It's been 90 days since I last updated this feature, so it's time for me to take a look at the charts and declare my new slate of "bona-fide" hits. Once again, I consider an item bona-fide if it has appeared on one of the short-form DRTV charts consistently for at least three months. It also has to have made at least a few appearances on the competitor's chart. (More on this methodology here.)

Strangely, this methodology keeps producing exactly five hits. To prove I'm not making this up, I'll also include three near-misses in this post. Here are the five verified hits to start, followed by my predictions for each one:

1. Awesome Auger
2. HD Vision Wraparounds
3. Perfect Pullup
4. Peticure
5. Steam Buddy

1. Awesome Auger (from SAS Group, starring Billy Mays) - I originally reviewed this item July 20, 2007. I wrote that the item "might work in a limited way" because "the category is seasonal and the market is niche." The posting pre-dates my regular use of the D7 system, but I did include the Auger in my 2007 hits study, where I gave it a 5 out of 7. Because it missed in the Mass Market category, I didn't predict it would be a traditional hit -- and it isn't. This is a spring/summer winner, but I'm sure that's just fine for everyone involved.

2. HD Vision Wraparounds (from IdeaVillage) - This is a project I worked on, so I didn't review it. Needless to say, I hoped it would be a hit, and it is!

3. Perfect Pullup (from BodyRev) - I reviewed this item February 6 and only gave it a 3 out of 7. "One, it only appeals to men. Two, it won’t appeal to older people, male or female. And three, it’s expensive for a DRTV product," I wrote. "These shortcomings didn’t seem to matter in the case of the Perfect Pushup, but I think it will matter here." Time to eat crow again? Not necessarily. The DRTV charts measure spending, not ROI, and many players these days spend for reasons other than getting a payout on TV. In fact, as I blogged last December, it's getting harder and harder to identify the "pure" DRTV items. With Perfect Pullup, I was curious, so I did a little digging and found some interesting data that suggests BodyRev's products no longer belong in the pure DRTV category. More power to them -- they're obviously making a lot of money -- but I wish people would stop messing with my system for predicting hits!

4. Peticure - I blogged the bare minimum about this product December 6, 2007. It was a short posting because I was way behind on my updates. I didn't even take the time to express an opinion, writing simply that it was "a cordless nail buffer for cats and dogs." Thinking back, I probably would have taken issue with the price ($29.99). It's $10 too expensive for DRTV in most cases. And while breaking the price rule doesn't seem to have hurt sales in this case, it has led to a predictable result: a savvy competitor entering the markeplace with a value-priced version.

5. Steam Buddy (from AdSouth Marketing/Vertical Branding , starring Billy Mays) - On January 16, I gave this item a 6 out of 7. "This item is essentially a poor man’s version of The Tobi," I wrote, meaning that as a compliment. "After all, creating a mass-market (read “cheaper”) version of a popular-but-expensive infomercial product is a time-honored DRTV strategy." As recent history shows, this short list included, I could almost retire my methodology and predict anything with Billy Mays is going to be a hit!

So that's the five "bona-fide" items, although the Perfect Pullup may not belong on the list. Now here are four items that were on my radar, but didn't make it:

1. Optica 1050 Binoculars. I gave this product a 4 out of 7. "This is a cool product, but is it cool enough?" I wondered. The answer was almost a yes. After weeks on both charts, the item suddenly disappeared in July.
2. Power Purify. I gave this product a 3 out of 7. "This product suffers from the same weaknesses as the original (Kinoki Foot Pads)," I wrote. "Plus, the offer is weaker than Kinoki’s. So I doubt it will even be a strong second in the category." I almost made the same mistake twice (!), but after a strong showing in June, the commercial has disappeared from the charts.
3. Pure Sleep. I gave this product a 4 out of 7. "The market is crowded with snoring solutions," I wrote, and "snoring isn't a universal problem (although it is a common one)." This item has appeared on both charts, but has not appeared on either chart consistently. The price point (2 pay, $29.95) also makes me wonder if this isn't a pure-play DRTV item.

Last but not least, I promised last time that I would revisit my close calls from April to see if any had broken through. The four items I tracked were Magic Jack, Save-A-Blade, Aqua Globes and Smart Lidz.

Of the four, only one has turned into a bona-fide hit: Allstar's Aqua Globes. This is the sleeper hit of the year. When the warm weather hit, Aqua Globes took off. It now takes its rightful place among the other bona-fide hits of 2008. For the record, I gave it a 6 out of 7 back on December 6, 2007.

As for the remaining items, it's the same old story. I've written enough about Magic Jack on this blog, but needless to say it has not been consistent. It has never appeared on the Jordan Whitney, and it recently disappeared from the IMS (then reappeared, then disappeared). Save-A-Blade recently resurfaced on the Jordan Whitney after months of being AWOL, so I'll have to keep an eye on it for another 90 days. And Smart Lidz continues to appear on the Jordan Whitney every week, but has never once made the IMS, the reverse of Magic Jack.

New This Week: Scoopeeze, Hang Glyders, Handi-Vac and more

This week, I reviewed mostly "me too" products that are unlikely to succeed on DRTV. However, there's one "me too" product (Scoopeeze) that just might be different enough to break through. Check it out below, and let me know what you think by posting a comment.

1. SCOOPEEZE ($19.95) is an innovative pooper scooper that can also act as a leash handle. The pitch: It's "the first totally integrated, no touch, pickup and disposal system." The offer includes the device and 30 disposable liners. The bonus is another 30 liners free. www.ScoopEeze.com
Product (D7) Score: 6 out of 7*
Commercial Rating: OK**
Comments: I've reviewed more than my fair share of doggie poop products and commercials. Most of them didn't have a prayer on DRTV. This one, however, might just work. It's the first truly convenient and practical solution to the "poop problem" I've seen, and I love the way it seals the mess in a hard plastic shell. That said, I can tell by reviewing the Web site and the commercial that the product is being handled by people new to the industry. If it fails, they should consider contacting more experienced players for help. Even if it does well, they should still seek help. The Peticure is the perfect example of what happens when a DRTV dilettante mishandles a hit: Someone savvier comes along and capitalizes on the opportunity (see Pedi-Paws).

2. HANG GLYDERS ($9.95) are clothes hangers with an adjustable side that you can make longer or shorter. The pitch: "Keep your shirts, sweaters and turtlenecks looking great" with no more "stretched necks" or "shoulder bumps." The offer includes five shirt hangers. The bonus is two pant hangers. This is a Hang 3 product. www.HangGlyders.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is a mediocre solution for a minor problem that has already been solved by several other products. Moreover, I've only seen one DRTV product like this succeed in recent years, Huggable Hangers, and it offered an important additional benefit (saving closet space). It also had the advantage of Joy Mangano's support.

3. HANDI-VAC ($9.95) is a handheld device for removing the air from freezer bags. The pitch: "Pulls air out, so flavor and nutrients stay in." The main claim: "Virtually eliminates freezer burn," which they say costs the average American family $1,039 in wasted food per year. The bonus is a box of the special gallon bags required to use the device (just pay S&H). This is a Reynolds product (makers of Reynolds Wrap). www.HandiVacOffer.com
Product (D7) Score: 5 out of 7*
Commercial Rating: Good**
Comments: It has been interesting to watch the maturation of this infomercial category. It began several years ago with the introduction of high-end, expensive products such as the FoodSaver and has now reached the end of its lifecycle with inexpensive products put out by the major brands (who, as usual, have been late to capitalize on the trend). Since there are so many of these devices on the market, and since Pack Mate recently bombed with the exact same item, I think this particular product will make very little impression on the marketplace.

4. PRO-FLEX ($19.95) is a paint roller. The main claim: It's "the one-coat wonder that covers evenly in one coat every time." The reason why is something called a "flex forward coil shaft design" that's supposed to apply constant, even pressure. The offer includes a four-inch trim roller, covers for both rollers and "corner covers" you put on the side of the roller to paint in corners. The bonus is an accessory kit with five brushes, an extension handle, a paint tray, a paint can lid ring, an overnight paint can cover and a long-term storage lid. The second bonus is a handheld power screwdriver with a 30-piece bit set. Both are "free," just pay processing and handling. www.BuyProFlex.com
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This commercial is noteworthy for its offer. Certain DRTV players have been gradually pushing the boundaries when it comes to bonuses, offering ridiculously high-value premiums. I'm not sure who started the trend, but I credit Southern Tools, a company formed from the ashes of Think Tek. They made their Bit Shooter work on TV for a while by giving away a free power drill. Billy Mays (who pitched the Bit Shooter and may have come up with the idea) used the same bonus for the Awesome Auger, which is soon to be declared a SciMark "bona-fide hit." But this offer is a different story. I think it goes too far and, like the product, suffers from a major credibility problem. Consumers aren't stupid. They're wise to the "free, just pay (blank)" game and won't be duped into paying exorbitant "processing and handling" charges just to get a mediocre product and a bunch of common items.

5. EGG GENIE ($19.95) is a countertop egg cooker. The pitch: It "cooks perfect soft boiled, medium boiled or hard boiled eggs every time." The offer includes a measuring cup and insert tray for steaming vegetables. The bonus is a serving tray for deviled eggs. No URL
Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This is an unoriginal product that doesn't solve a real problem. (Is it really that hard to boil eggs correctly?) It has been tried before, and it has failed. I see no reason why this time would be any different.

Sources: “New Spots for Week Ending 7/18/08,” IMS (1-4); "Vol. XVII, No. 37-B for 7/11/08,” Jordan Whitney (5)

Special thanks to George Cassotis for his help this week.

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.

No longer baffled by the Bender Ball

I recently had a lengthy email exchange with the brains behind the Bender Ball -- Savvier's Jeff Tuller. Jeff had read my blog posting from April 7, where I conceded the Bender Ball was a hit but complained that it "should have failed without a doubt."

"The Bender Ball is a small, inflatable ball," I wrote. "I see no reason people would believe it has special properties. Maybe someone can post a comment and explain this one to me."

Much credit goes to Jeff for reading that comment and responding politely to it. If that were me, I might have been a little sharper in my response!

As payback for his kindness, and the time he took to explain himself, I am reproducing the key parts of his email here. It's a fascinating story and a great example of how a clever marketer can take a simple item and turn it into a bona-fide hit.

New This Week: Pedi-Paws, Garlic Pro, Total 2-in-1 Dryer Cloths and more

I picked up five new items this week, all from major industry players. It seems the media environment, which has opened up nicely, is encouraging the big guys to take their shots.

1. PEDI-PAWS ($19.99) is a tool for filing down a pet's nails. It features a buffing wheel with a protective guard. The pitch: It's the "fast, easy and painless way to give your pet a perfect pedicure in just minutes." The bonus is Ontel's Shed Ender, the de-shedding comb for dogs and cats. This is a Telebrands product and a Blue Moon Studios commercial. www.PediPaws.com
Product (D7) Score: 6 out of 7*
Commercial Rating: Good/Excellent**
Comments: When it comes to the pet category, no one does it better than Blue Moon. This is another example of their excellent work. As for the product, even though it's second to market behind Peticure, I think it will do well. It might even eclipse the competition. The reason? It's marketed by a master of DRTV, and it corrects a major flaw with its predecessor: the price. At $10 cheaper, this product is correctly priced for the DRTV market.

2. GARLIC PRO ($14.95) is a kitchen gadget for dicing garlic. The main claim: It's "the first no-touch garlic dicer ever." That's because you drop garlic into the container and twist the lid, activating the stainless steel blades inside. It also dices hot peppers, nuts, candy, etc. The offer includes EZ-Peel, a tube that you roll to peel garlic. The bonus is a second set of both items free, just pay processing and handling. This is an Allstar Marketing product pitched by Cathy Mitchell. www.BuyGarlicPro.com

Product (D7) Score: 5 out of 7*
Commercial Rating: OK**
Comments: This product reminds me of a Smart Inventions item called the Twist Chopper. But unlike that earlier item, this product is limited in its usefulness. You have to be a heavy user of garlic to truly appreciate it. The other uses (nuts, candy) come too late in the commercial to broaden the appeal.

3. TOTAL 2-IN-1 DRYER CLOTHS ($19.99) are fragrant dryer sheets that eliminate static cling and soften fabrics. The pitch: "Combines the benefits of liquid fabric softener and dryer sheets into one convenient cloth." The offer includes two boxes of cloths for $19.98. Then, for a penny more, you get a giant bonus box of Arm & Hammer Plus OxiClean detergent. Additional bonuses include a tub of original OxiClean and a small bottle of OxiClean Spray-A-Way instant stain remover. This is an Arm & Hammer product pitched by Anthony Sullivan, who also produced the commercial. www.WetDryerCloths.com

Product (D7) Score: 5 out of 7*
Commercial Rating: Good/Excellent**
Comments: This is a superbly executed hybrid commercial. It utilizes tried-and-true DRTV techniques while at the same time preserving the "brand feel" necessary for a household name like Arm & Hammer. Moreover, I applaud the strategy on display here. It's a brilliant move to give away large samples of related Arm & Hammer products (including products co-branded with OxiClean, a recent acquisition) because this encourages trial -- and as any marketer of consumable products will tell you, it's all about trial. All of that said, I don't think this product will do very well on DRTV. That's because it's lacking in two important areas. One, it's not unique in the marketplace. Among others, Snuggle has a similar product on retail shelves. Two, it doesn't solve a painful problem. In fact, it attempts to change user behavior by getting people to give up their favorite fabric softener. That's a tough challenge, no matter how much free stuff you're giving away.

4. TURBO 12 ($19.99) is a handheld slicer. You put a vegetable inside and squeeze the handle to force it through a row of blades. The pitch: "It's like 12 knives in one!" The offer includes two interchangeable blade sets. The bonus is the Turbo Wedge Slicer, which works the same way to cut apples and other items into wedges. Also included is a countertop organizer to hold everything. This is an SAS Group product pitched by Chef Tony. www.BuyTurbo12.com

Product (D7) Score: 4 out of 7*
Commercial Rating: OK**
Comments: I think this is one of those products that creates a problem instead of solving one -- at least for the aging DRTV market. That's because it requires hand strength and dexterity to use. I also think it's too soon to do another slicer/dicer on TV. There have been a ton of them in recent years, too many to list. Such products will always have their place on DRTV, but I think the marketplace needs a longer rest before the next one takes off.

5. NO-RUST SHIELD ($14.99) is a device that protects tools and sporting goods from rust. The main claim: "It emits a protective rust-inhibiting barrier that coats metals against the moisture that causes rust and corrosion." The offer includes three of these devices. The bonus is a 3-in-1 oil that lubricates, cleans and protects. This is a WD-40 product.
www.NoRustShield.com
Product (D7) Score: 4 out of 7*
Commercial Rating: Good**
Comments: This is an interesting and unique product ... that's hard to make work on DRTV. It's a classic dilemma: How do you take a product that just sits there and make it exciting enough and credible enough to sell on TV? The answer: In most cases, you don't. I learned this lesson the hard way after working on campaigns such as Fridge Balls. No matter how hard you try, no matter how cool your special effects, products that don't have visually exciting demonstrations are a tough sell on DRTV. This product is further handicapped by the fact that it doesn't solve an everyday problem for the mass market. The spot rightfully focuses on guns and fishing lures because few people are going to be worried about rust on their tools and silverware. Unfortunately, that focus also narrows the market for this product considerably.

Sources: “New Spots for Week Ending 7/11/08,” IMS (1,
5); "Vol. XVII, No. 37-B for 7/11/08,” Jordan Whitney
(2-4)

* See my July 24, 2007 post for a complete explanation of the D7 product score.
** See my October 22, 2007 post for a complete explanation of my commercial rating system.